How can Sainsburys develop an effective marketing plan to position Research Proposal

How can Sainsburys develop an effective marketing plan to position themselves in the UK SUPERMARKET - Research Proposal Example een noticed that there is a lack of new entrants in the market because of economic fluctuations and stagnation of technological advancement in the country. Based on the data achieved from the last year i.e. 2012, it was found that the revenue generated through the supermarket retailing segment was around  £134 billion, which reveals an average annual growth of 1.3 percent from 2008-13 (IBIS World, 2013). This segment offers employment to approximately 945,694 people in the UK. According to IGD Research the supermarket segment performed its best in 2001, as a growth of 6.5 percent was registered; this kept diminishing since then and came down to 3.3 percent in 2003. The market fluctuated ever since and in 2011 it was recorded to be around 3.8 percent (Institute of Grocery Distribution, 2012). Tesco has the highest market share in the UK, which is about 30 percent, then comes Asda and J Sainsbury (Grocery News, 2013). The problem statement of this research study is to identify the current status of the supermarket segment in the UK. In order to develop an effective marketing plan for Sainsbury’s, a comprehensive analysis of various supermarkets would be done, especially those which are successfully doing business in the country. The customer’s attitude would be evaluated to understand their views on supermarkets present in the UK. The objective of this study at first is to identify the existing players in the market and evaluate the market trend accordingly. Secondly, secondary as well as primary data would be collected in order to understand the needs and preferences of the customers in case of shopping from supermarkets. Lastly, a marketing plan has to be designed for a supermarket chain called Sainsbury’s, so that it can effectively grab market share and be among the market leaders in the UK. This study mainly focuses on designing an effective marketing plan for Sainsbury’s, so that it can grab a higher market share in the UK and carry on profitable